이스탄불 도시브랜딩 사례를 통해 본 성과와 함의 -2010 이스탄불 유럽문화수도 프로젝트를 중심으로-
The Outcome and Implications of the Istanbul City Branding: Focusing on the 2010 Istanbul European Capital of Culture
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The purpose of this study is to explore the characteristics of Istanbul’s city branding. In order to do so, this study analyzed using the 2010 Istanbul Capital of Culture Project. Through the 2010 Istanbul Capital of Culture project, Istanbul can be evaluated as having created a successful Istanbul city branding by utilizing the city’s historical and cultural values. Therefore, this study analyzed the results and implications of Istanbul city branding through the 2010 Istanbul Capital of Culture project, and the following conclusions could be drawn. First, historical and cultural values were used. Istanbul’s long history has been a very effective means of making city branding successful. Second, it is a sustainable project. In other words, it is judged that this project is not a one-time event, but can continuously develop the city. Third, it is a citizen-led city branding. In other words, Istanbul’s city branding has great significance in that it minimized government participation and voluntarily participated in civic groups and citizens. Fourth, Istanbul is expected to perform its urban diplomatic function as a global city in the future. Based on the experience of this project, Istanbul is expected to further expand the venue for cultural exchange with many cities around the world with its excellent geographical location and accessibility that encompasses the East and the West. With this opportunity, it will be an opportunity to promote exchanges not only with neighboring European countries, but also with various countries including Korea. This also means that Istanbul will have an opportunity to actively engage in urban diplomacy using its soft power. Through this experience, it is judged that Istanbul will further activate the diplomatic method through the city, which is a sub-element of public diplomacy that has recently been attracting attention.
Abstract
The purpose of this study is to explore the characteristics of Istanbul’s city branding. In order to do so, this study analyzed using the 2010 Istanbul Capital of Culture Project. Through the 2010 Istanbul Capital of Culture project, Istanbul can be evaluated as having created a successful Istanbul city branding by utilizing the city’s historical and cultural values. Therefore, this study analyzed the results and implications of Istanbul city branding through the 2010 Istanbul Capital of Culture project, and the following conclusions could be drawn. First, historical and cultural values were used. Istanbul’s long history has been a very effective means of making city branding successful. Second, it is a sustainable project. In other words, it is judged that this project is not a one-time event, but can continuously develop the city. Third, it is a citizen-led city branding. In other words, Istanbul’s city branding has great significance in that it minimized government participation and voluntarily participated in civic groups and citizens. Fourth, Istanbul is expected to perform its urban diplomatic function as a global city in the future. Based on the experience of this project, Istanbul is expected to further expand the venue for cultural exchange with many cities around the world with its excellent geographical location and accessibility that encompasses the East and the West. With this opportunity, it will be an opportunity to promote exchanges not only with neighboring European countries, but also with various countries including Korea. This also means that Istanbul will have an opportunity to actively engage in urban diplomacy using its soft power. Through this experience, it is judged that Istanbul will further activate the diplomatic method through the city, which is a sub-element of public diplomacy that has recently been attracting attention.
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